that haven't visited chipotle and then becoming loyal fans, breaking through that $2 million mark, it's really a function of more customers experiencing and enjoying chipotle. >> a lot of people at home might think, wait a second, they kept raising price, that's how they did it. your prices have been fairly steady, and in the case of california, haven't done much as all. >> yeah, you know, jim, when we had these before the recession ten years of double-digit comps, most of that comp, you know, much more than half is from transactions, new customers coming in. we're reluctant to raise prices. we have a vision to change the way people think about fast food. to do that, we've got to be accessible, affordable. we'd rather, in fact this past year for the first three quarters our margins went down. we'd rather let inflation creep in a little bit, see our margins slip a little bit so we can invite more and more customers into chipotle, be accessible from a price standpoint so more people can enjoy chipotle.